Case Study: University of Lynchburg

The University of Lynchburg, VA, is a leading private university in the USA. Established in 1903, it’s had a long-standing connection to a Christian faith and ethos, and is firmly committed to the liberal arts.

The Brief

In 2024, the university underwent a complete rebrand. The university brand had an overhaul, and the website needed rewriting in line with the new messaging and fresh tone of voice.

Over the years, the user experience had become confusing and unwieldy, as pages for new departments, clubs, and initiatives were added to the site. The university communications department had a huge task ahead of them to edit and refine existing copy, along with writing new copy, for the new website.

Deadlines were tight – and the lead copywriter left unexpectedly. The team needed an experienced copywriter, who understood website UX, to step in at short notice and slot easily into the team. It was a stressful time being short-staffed so close to the launch date, and so it was really important they knew they could hand over a brief and feel confident the job would be done to a high standard – on time!

The Outcome

Working with the Director of Communications, I was allocated schools and academic departments as a remit. I created a new structure and layout for each department, which allowed visitors to access information clearly and easily.

The focus was consistently on presenting key information in a simple and accessible manner, which remained consistent across schools and departments.

The Website

www.lynchburg.edu